Introduction:
The U.S.-Pakistan Partnership for Agricultural Market Development (AMD) is a USAID funded, four year project that aims to improve the ability of Pakistan’s commercial agriculture and livestock sectors to compete in international and national markets in the four target product lines; meat, high value and off season vegetables, mangoes, and citrus. AMD will act as a catalyst for development and investment in its target product lines by actively promoting cooperation and coordination amongst the value chain actors and ancillary service providers. AMD’s implementation strategy is underpinned by a strictly commercial and market driven approach with a clear focus on strengthening market access for its partner organizations and supporting marketing and sales efforts, both nationally and internationally. The objective of the AMD project is to encourage investments in the four target product lines through offering matching grants and empowering stakeholders by developing synergies among them to accomplish together what they cannot do alone. AMD will support upgrading, streamlining of supply chains, optimization of profit margins, increase in the participation of women entrepreneurs, and ultimately help make Pakistani meat, high value and off season vegetables, mangoes and citrus more profitable and competitive.
In line with the overarching goal of AMD and the marketing strategy developed, participation in trade shows and other marketing events is a key element of the Project’s international marketing strategy. AMD will work towards facilitating participation of partner businesses at leading trade exhibitions and marketing events. The Project’s support will include targeted technical assistance for preparatory work prior to each show, facilitation for B2B interactions at the event itself and subsequent support for follow-up upon conclusion of the same.
Background:
The AMD objective of enhancing sales and promoting exports of its target product lines can be achieved through facilitating agribusinesses’ participation in leading trade fairs, exhibitions and b2b interactions across the world. The b2b interactions during the expos have the potential to be one of the most effective platforms for marketing and promotion for businesses and provide an ideal opportunity to expand market network with various buyers, sellers and other players from the allied industry resulting in the development of lasting business relationships and sustainable exports through adequate buyer follow-up.
Expo Pakistan is the biggest trade fair in Pakistan, showcasing the largest collection of Pakistan’s export merchandise and services. The expo organized by the Trade Development Authority of Pakistan (TDAP) attracts a large number of foreign exhibitors as well who use the opportunity to showcase their products in Pakistan. Held annually, the four-day Expo Pakistan has become the primary sourcing point for a large number of businesses worldwide. The expo presents AMD with an excellent opportunity to promote its partner exporters in the four target product lines. The expo is also an ideal venue to establish and build personal trust and strategic business partnerships, a prerequisite when dealing successfully in perishable products such as fresh fruit, vegetables and meat.
In its 2015 edition, the expo had 570 stalls spread across 6 halls and over US$ 1.2 billion in deals were undertaken; 70 + MOUs were signed (counterparts, associations & chambers); 11,00 buyers from 77 + countries participated as well as 20,000+ business visitors (http://www.expopakistan.gov.pk/).
The Program
AMD will acquire four (4) booths at the trade show, which will be used to highlight AMD’s four target product lines of Mango, Citrus, Meat and HV/OSV. The project proposes to support up to (08) exporters (two each from Mango, Citrus, HV/OSV and Meat sectors) to participate in the upcoming Expo Pakistan, Karachi 2017. The same booth will also be used by AMD for trade facilitation, adequately resourced to direct visitors to relevant exporting businesses while actively scheduling and managing appointments with prospective buyers at the event. Organized and financed by TDAP, Pakistan’s commercial councilors (CC) in countries importing from Pakistan shall be inviting 5+ major importers from their relevant countries to participate in Expo Pakistan and interact with Pakistani exporters. AMD has contacted relevant CCs to arrange importers visit to AMD booth and schedule b2b meetings with Pakistani exporters at AMD booth.
AMD will bear all costs relating to fabrication, design and printing of promotional material for all four allocated booths.
The cost share by the participating exporting businesses shall include: travel to and accommodation in Karachi (if applicable), local travel within Karachi, marketing materials, fruit samples, time and incidental expenses.
In addition to the AMD booth acting as a trade facilitation counter, AMD’s booth will also act as an information kiosk, representing the overall industry and product lines with generic branding and product display. The booth will be utilized to disseminate sector and product information and for booking appointments with individual partner businesses at a separate location on the expo center premises. The booth will also be used as a meeting space where suppliers will be able to hold meetings with perspective buyers.
Expected Outcomes
Participation at the Pakistan Expo will facilitate the establishment of new market links through b2b networking at the event. Strategic sales leads are expected to result in new export orders and an overall increase in export sales for all product lines including citrus, meat, HV/OSV and mango. The event will also serve as platform for promoting quality Pakistani meat and will enable the branding and re positioning of improved quality high value meat cuts for more rewarding market segments.